Exam 12: Media Planning Essentials

With the advent of Internet access, the explosion of websites, and the massive amount of information now available, media planners no longer have to rely on commercial databases, sophisticated software, or computer models to assist with media-planning efforts.

A Los Angeles ad agency goes public, and before long it is being pressured to show more profit.What are the two quickest routes to the short-term profits demanded by shareholders of publicly traded ad agencies?

Until recently, what was the traditional amount of commission paid to advertising agencies by the media purchased?

A client agrees to launch a new line of flavored mouthwashes by running heavy advertising for two weeks, followed by no advertising at all for a while, and then another two-week period of heavy advertising.What kind of media-scheduling strategy is this?

Before he can make final decisions on where to place ads and how to display promotions for a new bottled water, a media planner has to decide which broad categories to use-television, radio, magazines, newspapers, Internet sites, etc.When he zeroes in on using both television and the Internet he has chosen his

A media vehicle is a particular option for placement within a media class.

Scenario 12-1 Appleberry Farm Organic Jam has remained No.1 one in the jam and jelly food category for several years.Although still a distant No.2 in this category, Blackberry Valley Organic Jam is gaining on Appleberry.Appleberry had $39,466,000 in sales last year, while Blackberry had only $16,301,000, but that was 11 percent higher than its 2008 sales.Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.Appleberry Farm has been put on notice.Blackberry Valley Jam's move up came despite lower ad spending than Appleberry Farm Jam.The Blackberry brand spent about $972,000 in measured media during 2010, compared to $1,553,000 for Appleberry.Blackberry also underwent an aggressive relaunch last year with reformulated flavors, revamped packaging, new ads, and additional media.Approximate 2010 Jam and Jelly category advertising spending, by brand: Appleberry Farm Jam $ 1,553,000 Blackberry Valley Jam $ 972,000 total for product category $ 3,714,000 Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam $ 39,466,000 Blackberry Valley Jam $ 16,301,000 total for product category $ 81,732,000 -(Scenario 12-1) The CEO also wants to compare her firm's share of voice with that of her main competitor.What is the share of voice for Appleberry Farm, based on the figures provided?

A media planner needs to evaluate the relative intensity of three different media plans for an orange juice advertiser.The planner decides to multiply the reach times frequency of each plan to promote the orange juice, in order to compare

Scenario 12-6 Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment.This is a tool that advertising agencies and media planners can offer to clients so they can understand how to better determine their media mix.Included below are several short excerpts from the booklet.Please complete the missing part of each excerpt, based on your study of the chapter. -(Scenario 12-6) "When a firm compares its brand advertising expenditures in a medium to the total product category advertising expenditures in a medium, it is able to determine the

An old, but still very appropriate rule in computer data management is the acronym GIGO-standing for "garbage in, garbage out."

The husband-and-wife owners of a St.Louis hot dog production plant have recently expanded their operations and now sell hot dogs to grocery chains nationwide.They want to evaluate the share of voice commanded by their firm.To do that, they must first know the

You are looking at figures and trying to understand overall media weight for your client's shaving cream ads.You remind yourself that some people who watched TV program A also saw TV program B and also read magazine 1.This is called

Media research services that compile data on demographics and brand purchase characteristics of consumers, as well as media exposure are called

Scenario 12-3 Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000.The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.The media classes selected are local television, magazine, and newspaper.Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show.The show has a rating of 30.Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40. -(Scenario 12-3) Considering the holidays that Champion Chocolate wants to particularly target, it will be advertising based on a ____ media schedule.

To compare the relative efficiency of two media options within the same media class, or between two media classes, CPM is often used.

Scenario 12-6 Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment.This is a tool that advertising agencies and media planners can offer to clients so they can understand how to better determine their media mix.Included below are several short excerpts from the booklet.Please complete the missing part of each excerpt, based on your study of the chapter. -(Scenario 12-6) "Among advertising agencies, the client's agency of record is the one chosen by the client specifically to

A media planner is working with a yogurt manufacturer in the placement of print ads highlighting new flavors and healthful benefits.Within the media ____ of magazines, she decides on the media ____ of Rolling Stone, Yoga Journal, and In Touch.

Scenario 12-2 When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300. -(Scenario 12-2) Each medium under consideration in a media plan must be scrutinized for the efficiency with which it performs.In other words, an advertiser might select American Life because it delivers the largest target audiences at the lowest cost.What is the term to describe this?

Scenario 12-5 MidSouth Media Company (MMC) is a media placement firm serving small- and mid-sized firms in several Midwest and Southern states.It specializes in working with new businesses, many of which have owners and managers with little advertising media experience.MMC asks all new clients to complete a brief survey to better determine their exposure needs and their level of knowledge about media decisions.Some questions from the latest MMC survey are included below.Please complete the missing part of each item, based on your study of the chapter. -(Scenario 12-5) "Do you want to restrict your television buying to ____, meaning you'll pay premium pricing charged in advance of the fall season? Or are you willing to wait and see what is still available later in the season, meaning you'll pay less?"